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The Different Worlds of
SEO and Content Strategy
Matthew Brown – Moz - @MatthewJBrown
Download this:
bit.ly/SEOlovesContent
Who the heck is this dude?
SEO since 2003
Director of Search at
New York Times
2005-2010
Products @ Moz
10 blue links were common
Ranking was less complicated
Now Google looks like this
And they are not big fans of SEO
Google’s advice for Content/SEO
https://www.youtube.com/watch?v=y8s6Y4mx9Vw
Our reaction: MAKE MORE CONTENT
Content Strategy:
The strategic planning and management of
content creation and distribution for maximum
effectiveness. Co...
2.5 Million
Blog Posts
Daily
Source: Worldometer/Technorati
67% of marketers deem
blog posts or articles as
the most effective content
format
Content Strategy and Content Curation
FB: 25% of social traffic. 1.3M shares/min
http://bit.ly/1LCSdl6
Source: Wikihow
May I interest you in some content?
79% of marketers report
their orgs are shifting
to branded content
Source: Forrester Research
NYT paid
post was 35%
of their
shares in the
vertical Source: Hubspot
NPR paid
post was
55% of their
shares in
the vertical
Source: Hubspot
This makes life harder for Google
What the hell is
“great content”?
(and is it SEO?)
Target a
specific
persona
Moz’s SEO cheat sheet
http://bit.ly/1HyQXN5
Recent and
Relevant
Chegg - http://bit.ly/cheggcontent
The
Long
Play
Wait But Why
The unicorn:
10X content
Moz’s Beginner’s Guide
http://bit.ly/1GRCya4
A great list of “10X content”
http://bit.ly/10Xcontent
You gotta
stand out
Make it about me
Break the standard article template
This isn’t out of reach
Scroll Page Horizontally with Mouse Wheel
http://bit.ly/1IIaQCj
Whoa..you
can type
code here!
It makes
hard
concepts fun
to grasp
Linkable assets
It knows its personas
Attention span
Life after publish
It's about me
It hit all the distribution channels
You need a content goal
This is NOT a content goal
Buzzfeed’s
P.O.U.N.D.
http://twitter.com/daozers
How network diffusion works
http://bzfd.it/1GTi2u1
Old way:
Get all the
links and
shares to
the hub
New way:
Publish to
all the
streams
that work for
your audience
The Goal: Loyalty
You’ve got precious little time for initial PVs
It improves a little if your traffic is 20% social
Build
loyalty
through
return
visits
Source: Parse.ly
Source: Poynter
5X was
Vulture’s
magic
number
Source: Chartbeat
Content
attributes
that create
loyalty
Content
types that
create
loyalty
http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder
The bad news:
It can take 12-17
months
Source: Content Marketing Institute
Tools: Content Audits
Great guides here from ipullrank, Buffer, and Inflow
SEMrush
Tools: SEMRush to check competition
Tools: ROI Calculator for scope
Siege Media
Tools: Buzzsumo for measurement
Buzzsumo
Tools: Rolled-up metric to track
Moz Content
Coming soon: Automation for
these content challenges
The good news:
Google is headed where
you’re headed
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
The Different Worlds of SEO and Content Strategy
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The Different Worlds of SEO and Content Strategy

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For Converge 2015 in New Orleans. A look at how content strategy and SEO are different, but have lots of overlap.

Publicado en: Marketing

The Different Worlds of SEO and Content Strategy

  1. 1. The Different Worlds of SEO and Content Strategy Matthew Brown – Moz - @MatthewJBrown
  2. 2. Download this: bit.ly/SEOlovesContent
  3. 3. Who the heck is this dude? SEO since 2003 Director of Search at New York Times 2005-2010 Products @ Moz
  4. 4. 10 blue links were common
  5. 5. Ranking was less complicated
  6. 6. Now Google looks like this
  7. 7. And they are not big fans of SEO
  8. 8. Google’s advice for Content/SEO https://www.youtube.com/watch?v=y8s6Y4mx9Vw
  9. 9. Our reaction: MAKE MORE CONTENT
  10. 10. Content Strategy: The strategic planning and management of content creation and distribution for maximum effectiveness. Content strategy involves elements of user experience – designing content that is user-friendly and meets user needs. Source: Loz James - http://bit.ly/1rjf2g2
  11. 11. 2.5 Million Blog Posts Daily Source: Worldometer/Technorati
  12. 12. 67% of marketers deem blog posts or articles as the most effective content format
  13. 13. Content Strategy and Content Curation
  14. 14. FB: 25% of social traffic. 1.3M shares/min http://bit.ly/1LCSdl6
  15. 15. Source: Wikihow
  16. 16. May I interest you in some content?
  17. 17. 79% of marketers report their orgs are shifting to branded content Source: Forrester Research
  18. 18. NYT paid post was 35% of their shares in the vertical Source: Hubspot
  19. 19. NPR paid post was 55% of their shares in the vertical Source: Hubspot
  20. 20. This makes life harder for Google
  21. 21. What the hell is “great content”? (and is it SEO?)
  22. 22. Target a specific persona Moz’s SEO cheat sheet http://bit.ly/1HyQXN5
  23. 23. Recent and Relevant Chegg - http://bit.ly/cheggcontent
  24. 24. The Long Play Wait But Why
  25. 25. The unicorn: 10X content Moz’s Beginner’s Guide http://bit.ly/1GRCya4
  26. 26. A great list of “10X content” http://bit.ly/10Xcontent
  27. 27. You gotta stand out
  28. 28. Make it about me
  29. 29. Break the standard article template
  30. 30. This isn’t out of reach Scroll Page Horizontally with Mouse Wheel http://bit.ly/1IIaQCj
  31. 31. Whoa..you can type code here!
  32. 32. It makes hard concepts fun to grasp
  33. 33. Linkable assets
  34. 34. It knows its personas
  35. 35. Attention span
  36. 36. Life after publish
  37. 37. It's about me
  38. 38. It hit all the distribution channels
  39. 39. You need a content goal
  40. 40. This is NOT a content goal
  41. 41. Buzzfeed’s P.O.U.N.D. http://twitter.com/daozers
  42. 42. How network diffusion works http://bzfd.it/1GTi2u1
  43. 43. Old way: Get all the links and shares to the hub
  44. 44. New way: Publish to all the streams that work for your audience
  45. 45. The Goal: Loyalty
  46. 46. You’ve got precious little time for initial PVs
  47. 47. It improves a little if your traffic is 20% social
  48. 48. Build loyalty through return visits Source: Parse.ly
  49. 49. Source: Poynter 5X was Vulture’s magic number
  50. 50. Source: Chartbeat Content attributes that create loyalty
  51. 51. Content types that create loyalty http://bit.ly/1d4kZfsSource: The Dutch Linkbuilder
  52. 52. The bad news: It can take 12-17 months Source: Content Marketing Institute
  53. 53. Tools: Content Audits Great guides here from ipullrank, Buffer, and Inflow
  54. 54. SEMrush Tools: SEMRush to check competition
  55. 55. Tools: ROI Calculator for scope Siege Media
  56. 56. Tools: Buzzsumo for measurement Buzzsumo
  57. 57. Tools: Rolled-up metric to track
  58. 58. Moz Content Coming soon: Automation for these content challenges
  59. 59. The good news: Google is headed where you’re headed

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